Rich Ross helps Disney channel 'tweens'

The president of Disney Channels Worldwide has the unique ability to put
himself in the mind of a nine-year-old. He is, after all, the man parents
across the globe have to blame for their daughters dancing around the house
singing into hairbrushes in cheerleader costumes. He is effectively the
creator of the term "tween", developing what was a previously
untapped market.

Rich Ross, who says there is an opportunity for television to provide the connection between parents and children that it has lost over the yearsPhoto: Getty Images

By Amanda Andrews

6:59PM BST 10 Sep 2009

The "tween", between eight and 14, desperately wants to be a teen, but is not about to stop being a child. She is too old for toys and too young for boys. She is not interested in cartoons – she is far to grown up for that. Step up High School Musical, Hannah Montana and the Jonas Brothers the franchises which began on the Disney Channel but have successfully migrated to the silver screen.

The High School Musical franchise is a worldwide success; the first film was seen on television by some 290m people across the world, and local versions are being created from Argentina to China. The soundtrack for each film has gone platinum, while the first High School Musical was the biggest-selling DVD of 2006.

The cinema release of High School Musical 3: Senior Year took $252.9m (£151.6m) at the worldwide box office, despite being released at the start of the economic downturn in October 2008. "Our job is to create franchises for Walt Disney, it's not just to create a television show," Ross says.

His television shows, such as Playhouse Disney's Mickey Mouse Clubhouse and High School Musical can be seen everywhere from Disneyland, to live touring shows, to the cinema and video games. According to Disney's annual report, revenue at Disney's Media Networks division, which includes Disney Channels Worldwide, were up 7pc last year at $16.1bn, while operating income rose 11pc to $4.75bn. Disney Channel's revenue in Europe has doubled in the last five years.

But despite the upbeat news, his latest challenge will not be simple. His goal is to tap into a new market – young boys – with the launch of Disney XD, the "boy-driven, girl-inclusive channel." The plan is to move away from being dominated by animation, to provide a combination of sitcoms, sports and music shows and animation.

The channel has been launched in the US, Latin America, Japan, the UK and France, while Germany, Italy, Scandinavia and Poland are also on the agenda. The goal, says Ross, is for the channel to be "as big as the Disney Channel", which is available in 167 countries and in 32 languages.

"[Another] goal is for Disney XD to provide a connection with dads and sons. I had it with my dad – we watched Scooby Doo and Pink Panther," reminisces the 47-year-old who grew up in suburban New York. He says, with more young people using the internet, a largely solitary experience, there is an opportunity for television to provide the connection between parents and children that it has lost over the years.

The timing of the Disney XD launch could not have been better, what with Disney majority-owned sports broadcaster ESPN's recent entry into the UK market and the announcement by Disney that it will acquireSpider-Manand Hulk-owner Marvel.

"We're working with all our 'brother' divisions. We're very lucky to have ESPN on board from the beginning, what with the recent Premier League deal," he says. "What ESPN brings to us is that they are a worldwide leader of sports." Sports-related shows are on the agenda for Ross's channel, with local programming likely, but he adds there are no plans for a Premier League "soap called Footballer's Kids" or a Match of the Day-style showfor boys.

Sports series' in other territories, which could be brought to the UK, include Undercover Coach, which sees a well-known sports personality come to a child's house for a day of coaching. He is somewhat more cagey about the potential relationship with Marvel, as the deal is not yet closed. The Disney channels already use some Marvel programming, but this is expected to rise significantly. "We are excited and hopeful that there will be more [Marvel programming] and look forward to the completion of the deal," he says.

The Marvel deal was no doubt part of a wider strategy by Disney to tap into the boys market through television, films and video games. As Ross acknowledges, Disney departments work closely together and it is always about creating franchises that work well across the company.

While Ross says his focus is more on the "creative side", he does work for one of the world's most active merchandisers and always has to think commercially. He meets regularly with Disney's commercial teams and makes a point of personally evaluating most toys. He is adamant that the commercial side should be about a lot more that "the T-shirt and the soft toy".

And the merchandising team no doubt see dollar signs whenever Ross walks into the room with a new idea. The High School Musical cheerleader outfit is Disney's best-selling costume. More than 5m Hannah Montana and 6m High School Musical books have been sold to date.

"Kids want to experience what they watch in a very broad way," he says. "Our job is to enhance the experience, not rehash the experience."

CV

Age 47

Favourite TV show30 Rock

Favourite filmNetwork

Hobbies Yoga, crosswords, travelling

Education 1983 University of Pennsylvania, BA in International Relations and English

Work 1996-99 Senior Vice President, Programming and Production, Disney; 1993-96 Senior Vice President, Development and Production for FX Networks; 1986-93 vice president of programme enterprises, Nickelodeon